In terms of PR’s climate, things have certainly changed over the years. Wasabi Chief Creative Officer Michelle Tennant sums up the shift: “I’ve seen PR go from typewriters to Twitter.”

Despite the change in equipment, the survey’s results suggest that the primary methods for PR pros’ interactions with journalists—and what it takes succeed—shouldn’t be unfamiliar to industry veterans.

Here are some highlights from the survey—and a few takeaways for even the most experienced media relations pros: